<p>With the growing focus on local cuisine, this study delves into the process of value cocreation in local gastronomy by examining diverse viewpoints, including those of restaurant managers (Study 1) and customers (Study 2). From the perspective of 391 restaurant managers, service quality and social capital emerge as crucial mediating factors connecting IT infrastructure flexibility and value cocreation. Furthermore, human capital plays a vital role as a moderating factor, strengthening the correlation between service quality and value cocreation. Additionally, based on the insights of 523 restaurant customers, this research finds that authenticity experience and satisfaction act as mediators in the relationship between experiential value and loyalty. Moreover, perceived interactivity is identified as a moderator influencing the connection between satisfaction and loyalty. The final section discusses alternative models and implications, both theoretical and managerial.</p>